Communication for Development in the Third World: Theory and Practice for Empowerment презентация

Key concepts in development communication
The Third World
Communication
Development
Empowerment
Development communication is concerned with the role of communication in social change

Concept 1: Third World
John Isbister (1191) traces the third World notion to the 18th Century France whose society was classified into first, second and third estates…the first and the second classes had the political power…leading to the third class revolting hence the French revolution which began in 1789
But Scholars accredit the French demographer Alfred Sauvy with first using the term Third World

Differences about the meaning
The differences however is on what Sauvy meant by Third World. Here are some scholarly views
Isbister :
Sauvy saw that majority were dispossessed and excluded
Jean Paul Sartre: 3rd World is the banner of the hungry and oppressed

Cont..
Pletsch (1981): 3RD World is the neutral contested part of the world, the part that both the First and Second world wish to conquer
Today: under developed or simply poor
This assumes that the world is divided into;
The traditional
The modern-further divided into
Communist
Free parts
But there is also newly industrialised countries

Characteristics of 3rd World
Have less technological integration within their own societies and with the rest of the world
Lower levels of industrialisation
Greater poverty and
Less access to life’s necessities and comforts
With varying extremities of lack among them
But scholars also contest the use of the term Third World.

Alternative terms
Developing countries –refuted because it connotes that some countries have “arrived” while others still struggle to arrive
Less developed:
Under developed-
North South
Two-thirds of the world

But there also exist differences
Historical backgrounds
Cultural traditions
Geographical conditions
Language situations
Third World can also be defined by
Oppression by some combination of race, class, gender and nation

2nd Concept: Communication
Models and theories used to explain what communication is;
These include;
Linear process
Setting the agenda
Influencing public opinion
Persuading or educating
Providing gratifications to meet needs of the audience
Cultivating audiences perceptions of society

Drivers of developments in communication
Advances in communication technologies
Especially the internet and the Convergence of three technological inventions:
Computers
Satellites
Digitization
The authors expand the definition of communication as the maintenance, modification and creation of culture—the processes of communication, the institutions, culture and development are woven together

Media
Meant to reinforce hegemony of the elites
The focus of media tend to be on
Events Vs Context
Conflict vs Consensus
Individuals Vs Groups
However in development communication, care is taken in language and imagery which provided values and agendas of those communicating

3rd Concept: Development
Development is defined as the means to improving the living conditions of society. There are 3 perspectives or ways of thinking about and practicing developments
modernization-this assumes that the western model of economic growth is applicable elsewhere..introduction of modern technologies is important in development
Critical perspectives argues for political and economic restructuring to produce a more even distribution of rewards in society

Cont.
3. Liberation perspective by Paolo Frere (1973)-this prioritizes personal and communal liberation from oppression as the key to empowering and self reliance which is the goal of development
According to this perspective, the purpose of development is liberation from oppression, with a focus on both individuals and communities
Western governments and TNCs constitute major sources of oppression as they are motivated by profits, meaning workers and others are exploited in the process

4th Concept: Empowerment
Power is only meaningful in social relations. It is constituted in a network of social relationships.
Types of power
Power over-controlling power
Power to –generate new possibilities
Power with-collective power
Power from within-spiritual power
Real change cannot occur unless power inequities between marginalised individuals and groups is addressed

Models of empowerment
Santi Rozario (1997) divides empowerment concept into two models;
Based on empowering the individual
Coscientisation and radical social action
Collective empowerement (by Rowland’s)
The authors define empowerment as the process by which individuals, organisations and communities gain control and mastery over social and economic conditions (Rapport 1981) over democratic participation in their communities and over their stories

5th Concept: Development communication
Differences exist between views of
1. communication as an organisation delivery system and
2. Communication as inseparable from cultures and from all facets of social change
Those who support the modenrisation perspectives tend to go with the first while those on the liberation perspectives go with the second

Cont..
From the liberation side, purpose of development is assumed to be freedom from oppression and personal and communal empowerment..the development communication process must support these goals..
From the above, development communication is not message exchange but rather, emanicipatory communication that will free people to determine their own futures.
Development communication involves issues at all levels of consideration